Maybelline sees boycott over partnership with Dylan Mulvaney
by Ronny Reyes, NY Post
Maybelline is the latest company facing boycotts over its partnership with transgender social media influencer Dylan Mulvaney.
The backlash has stemmed from a TikTok that Mulvaney, 26, posted showing off the cosmetic line while celebrating her 365th day of publicly identifying as a woman.
“Getting glam for my Day 365 show with @maybelline #maybelline partner,” Mulvaney wrote in a video that has amassed nearly 200,000 likes.
The promotional post spurred protests against Maybelline, similar to the wave of boycotts against Anheuser-Busch’s Bud Light for featuring the transgender influencer in an ad on social media. Many have taken to social media to blast Maybelline for partnering with Mulvaney, calling on others to also stop purchasing products from the makeup company.
One TikTok user wrote: “Thank you. I won’t be buying this product.”
Over on Twitter, one user wrote: “The latest fools to employ Dylan Mulvaney are make-up company Maybelline. Get woke, go broke.”
Another Twitter user added: “Time for #BoycottMaybelline to trend, since Maybelline used Dylan Mulvaney as their sponsor.”
Maybelline and its parent company, L’Oreal, did not immediately respond to The Post’s request for comment.
It remains unclear if the calls to boycott Maybelline will gain as much traction as the one against Bud Light, which has seen sales for the beer plummet, according to the latest data from an industry research firm.
Data from NielsenIQ and Bump Williams Consulting shows that Bud Light sales fell 17% in dollars, while volume dropped a whopping 21% in the week ended April 15.
The Mulvaney campaign has unleashed a torrent of negative publicity for Anheuser-Busch, which announced Friday and over the weekend that the marketing executives responsible for tapping Mulvaney — Alissa Heinerscheid and Daniel Blake — are taking leaves of absence.
Along with Bud Light and Maybelline, Mulvaney has partnership deals with Nike, Amazon Prime, KitchenAid, OkCupid and others.
Not enough make-up in the world will make that look like a woman. How about something to hide that 5:00 shadow, dude?
Leave of absence for the AB execs!!?? Please! The shareholders still lost their money. And my womanhood is not a costume that a man puts on or takes off.
My eyes hurt from this. I already boycott Maybelline because they aren’t a cruelty free brand. They obviously don’t care about animals and now I see they don’t care about the women who have supported them through 109 years worth of business. Plenty of other make up companies to support who aren’t twisted with this new social sickness!